NIVEA strengthens consumer engagement, rewards loyalty across Nigeria

NIVEA has strengthened its consumer engagement across Nigeria by delivering cash rewards, vehicles, travel experiences, and millions of instant prizes to winners of its National Consumer promotion campaign.

The promotion reached its peak with a series of grand finale ceremonies held over three days in key cities, including Lagos, Abuja, and Port Harcourt. In Lagos, the final presentation took place at the Providence Hotel, Ikeja, where winners were officially presented with their prizes in a grand, high-profile event attended by brand representatives, regulators, and other key stakeholders.

The final draw produced 10 grand prize winners. These included recipients of three brand-new SUVs, as well as winners of cash prizes of ₦5 million, N3 million, and N2 million, respectively. Additional winners secured all-expense-paid trips to Spain to watch Real Madrid play live.

Speaking at the Lagos ceremony, Fiyin Toyo, marketing director for Central, East & West Africa (CEWA) at Beiersdorf, said the campaign is designed to recognise and reward consumer loyalty at scale.

According to Toyo, the initiative was intended to acknowledge the role consumers play in the brand’s continued growth, adding that the response has been extensive, and the outcome reflects both participation and trust.

Toyo noted that participation in the promotion was tied to the purchase of selected NIVEA 400ml body lotion variants. Consumers entered by dialling a code found on-pack, receiving instant rewards while also qualifying for periodic draws.

The campaign, themed ‘Double the Care, Double the Glow’, combined routine product usage with a layered reward system aimed at encouraging brand engagement through tangible incentives.

One of the recipients at the grand finale, Oladipupo Demilade, a final-year student at Caleb University and one of the lucky SUV winners, said he initially doubted the notification. “When I received the call, I did not think it was real. I had to verify it before it became clear. It is a significant moment for me, particularly at this stage of my life,” he said.

Joy Onwuarikaije, one of the N5 million cash prize winners, related a similar experience. According to her, the first reaction was that of doubt. But that all changed, she said, after she confirmed through the right channels. She said the win has turned into a meaningful opportunity for her and her business.

The geographical spread of winners reflects the national reach of the campaign. SUV recipients included Fabian Kamsi (Abuja), Oladipupo Temilola (Lagos), and Bright Egbema (Port Harcourt), while major cash prizes were awarded to Faith Agbo (Enugu), Joy Onwuarikaije (Lagos), and Mariam Ibrahim (Kano), among others.

Beyond the grand prizes, the promotion recorded significant reach. More than 700,000 consumers emerged as winners over the course of the campaign. Close to 400 participants received prizes ranging from N1million cash to N50,000 in shopping vouchers, while over 1.2 million consumers were awarded instant airtime credits.

The N3 Billion Consumer Promotion was conducted under the supervision and approval of the National Lottery Regulatory Commission (NLRC), the Lagos State Lotteries and Gaming Authority (LSLGA), and the Federal Competition and Consumer Protection Commission (FCCPC).